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Digital Commerce & Customers

The project will set up tailor-made research and development studies in close collaboration with participating case companies to understand digital commerce and the increasingly digital customers in the lifestyle industry. The project will use biometric research and will focus on how new online touchpoints can support companies successfully in their digital commerce journey.

Join our webinar about the findings on January 31th

How do consumers perceive and respond to posts on social media?

Is our digital presence working as intended?

These are some of the questions that many lifestyle companies ask themselves when working with digital commerce.

In this webinar, we give you an insight into our findings about what consumers look at when they use social media, and we give examples of how a company can work with increased attention from users of the brand on SoMe.

Our findings are based on 80 respondents’ biometric data from eye tracking and facial expression analysis, as well as subsequent measurement of the respondents’ brand awareness.

Webinar January 31st – 9-10 AM

About the project

In the digital age, new social media platforms, formats and channels are rapidly emerging as promising online customer touchpoints for digital commerce. However, due to the speed and scope of the many new possibilities, lifestyle companies often lose track of and insight into what works and what does not work for their customers. The objective of this project is to use biometric research methods to investigate consumer perception and response toward new online touchpoints and sales channels (such as TikTok, Snapchat, webshop elements and designs, etc.).

Drawing on 8 participating case companies, we set out to document the industry practices and envision the emerging next and best practices of digital commerce in the design and lifestyle industries.

To disseminate results and engage in dialogues with a broader audience, we wish to get in contact with Danish companies within the lifestyle and design industries, working with furniture, fashion or other related products and services.

What’s in it for you?

By participating as a member of the follow-group, you can:
• Follow the project findings by being invited for ongoing knowledge sharing activities and feedback loops.
• Qualify your own SoMe platform decisions based on our presented case studies.
• Exploit knowledge of new digital touchpoints and sales channels.
If you are interested in participating reach out today – contact details below.

Would you like to be part of an exciting research project?


Sign up now and get a 100 DKK gift certificate!

We are looking for participants for a test on how people react when seeing selected social media posts and website designs. To investigate this, we use eye-tracking and facial expression technology in our neuromarketing labs at VIA University College and Copenhagen Business School.

We would like to invite you to come by our lab facility at either Herning, Horsens or Copenhagen to be part of the experiment. The lab test takes 30 minutes and it will be conducted in English. During the test, you will be seated in front of a computer screen and go through selected content.

Two days after the test, we will send you an online survey to complete, marking the end of the test. This takes approximately 5 minutes to complete. Upon completion of the survey, you will receive a 100 DKK gift certificate.

Sign up here:

When signing up, remember to only choose one timeslot in the city you would like to do the test in! You will get an email from the project team to confirm your time.

At your arrival please find your testing locations as indicated above. Your researchers’ contact details are:

Horsens: Tine Juhl Wade, Tel: +4587554433

Herning: Hanne Thaarup Mølbak, Tel: +4560100050

Copenhagen: Jesper Clement, Tel: +4538152209


If you arrive by car there are parking spaces available next to the buildings. If you are testing in Herning or Horsens, it is however recommended to register your car prior to arrival. You can register your car for VIA-parking here:  https://www.via.dk/om-via/kontakt/parkering .

Webinar, tirsdag 31. januar, kl. 9.00-10.00

Hvordan opfatter og reagerer forbrugerne på opslag på sociale medier?

Virker vores digitale tilstedeværelse efter hensigten?

Sådan lyder nogle af de spørgsmål, som mange livstilsvirksomheder stiller sig selv i arbejdet med digital commerce.

På dette webinar giver vi jer indblik i vores findings om hvad forbrugerne ser på når de bruger sociale medier, og vi giver eksempler på hvordan en virksomhed kan arbejde med øget opmærksomhed fra brugere af brandet på SoMe.

Vores findings baserer sig på 80 respondenters biometriske data fra eyetracking og ansigtsmimik analyse, samt efterfølgende måling af respondenternes brand awareness.

Digital Commerce & Customers in the design industry (January 2022)

Retail is still an important sales channel for the design industry, but digital commerce and omnichannel challenges the need for touch of design products. How can brands cope with this going forward?


How do we reproduce what makes our products special online? Reflecting on two research projects and 100 in-depth interviews in the Danish Design industry and distilling key principles for nurturing feelings of special attachment online. Showcasing examples from Kvadrat, Carl Hansen & Søn, TAKT, Lene Bjerre, Astep & Kvik as well as Ganni, Minimum & Godske.

Speaker: Rob Gleasure Rob Gleasure is an Associate Professor at the Department of Digitalization, Copenhagen Business School.

What are some of future trends for retail and omnichannel? How is the changing behavior and emerging technology radically changing customer engagement and sales, both in physical and digital channels?

Speaker: Kristoffer Okkels, Marketing Director & Trend Strategist at Impact.

Finishing the event with reflections, questions and future perspectives

This talk is relevant for brands and companies within the lifestyle industry, and will specifically touch upon sales, marketing, strategy, and customer relations.

This is the first Stage Lab talk out of our newly opened Lifestyle Lab in Copenhagen – the talk is therefore facilitated by Heidi Svane, Head of digital at Lifestyle & Design Cluster.

Webniar – Digital Commerce & Customers

Three scenarios will be explored during these webinars to understand some of the barriers working with digital commerce in the design industry.

Customer Journey & touchpoints

The customer as a moving target in the digital age. The customer journey belongs to the customer – no matter how much brands and retailers imagine they control it. This webinar focuses on the challenges faced by brands and retailers in their efforts to attract and nurture customers, who move in and out of physical and digital spaces. This raises renewed focus on issues of control, brand presence and touchpoints (physically and virtually) to meet the customers on their journeys. 

Revisit the webinar here

Digital Customers & Commerce – Need for touch in the design industry

Physical quality is key for many design products. Customers have traditionally relied on high-street shops and showcase events to personally experience these products. However, this is changing due to Covid-19 and expanding digital sales channels. This theme will focus on the factors that drive consumers’ ‘need for touch’ and the different ways that firms can present their physical design products to consumers.

Revisit the webinar here

Digital B2B commerce in the design industry

Digital B2B commerce in the design industries. How do we digital technologies enable B2B interactions between designers, producers, resellers, specifiers and other partners in the lifestyle and design industries?

Revisit the webinar here


Is the circular economy driven by companies or consumers?

Circular economy plays a role in every sector, however in the recent time we have seen how technology supports and enables new models for circularity.
Circular economy in the digital sector & circular economy with digital solutions


Circular economy in the digital sector and circular economy with digital solutions.

Dell is an American multinational computer technology company that develops, sells, repairs, and supports computers and related products and services. Today Dell takes a deep dive on their circular economy strategy towards 2030, including really interesting innovations in product design, materials, take-back and business model. Secondly, looking at Dells partnerships and their Nordic business ecosystem with e.g. ATEA, as well as in global partnerships with WEF and Circular Electronics Partnership, where DELL plays a role in helping to establish: Circular Electronics Partnership (cep2030.org).

Speaker: Louise Koch
Director, Global Social Impact Sales Strategy & Customer Engagement
International Region Lead – EMEA, LATAM, APJ, China
Dell Technologies | Global Social Impact

Designing responsibility into experiences
What is the role of experience design in the transition towards circularity? Circular economy models, thus far, focus mainly on materials and resources with limited consideration of the customer experience design and its market consequences. To make this connection organisations must design experiences to give users an opportunity to be responsible throughout their involvement with a service or product. Drawing on research and examples, I will explore three ways in which responsibility can applied to experience design practice through (1) communication, (2) care and (3) optimisation.

Speaker: Dr Julia Wolny is a professor in Digital Innovation and Responsible Experience Design at EADA Business School Barcelona and Director of the Postgraduate Program in Sustainable Transformation.

Program WEB: https://www.nordiccircularsummit.com/


How can we work with customer journeys in the lifestyle industry to foster a circular consumption?
This talk is relevant for people working with communication, marketing, sales and branding within the lifestyle industry.

What are digital touchpoints in the customer journey and how do we recognize them as a lifestyle brand? Facilitated by Heidi Svane, Head of Digital at Lifestyle Design Cluster

As a brand working towards a circular business model, how do we use the customer journey to communicate with our users and customers? Each brand introduces the touchpoints from the customer journey, which they believe create the most impact for a circular consumption:

Renting a classic from Skagerak Mia Møgelgaard, Global Impact Manager at Skagerak
How to work with deadstock v. Casper Bech Olesen, International Sales Manager at Minimum

Program WEB: https://www.nordiccircularsummit.com/

VIA University College (project lead)

Copenhagen Business School

Aarhus University

Read reports from the project below:

This report summarizes a study of Danish design products and consumers’ need for touch. We first discuss the need for touch, why it exists, and why it matters. We then discuss some common effective practices for managing the need for touch in online sales environments, as well as some promising new practices.

This report summarizes a study of Danish design products and consumers’ need for touch. We first discuss the need for touch, why it exists, and why it matters. We then discuss some common effective practices for managing the need for touch in online sales environments, as well as some promising new practices.

We live in fascinating times. New technologies and digital opportunities are introduced at unprecedented speed leaving almost all industries in turmoil and companies open for disruptiveness and innovation. Not least, the Covid-19 lockdown has dramatically accelerated the digital transformation of many industries to accommodate the ‘new normal’ (Business of Fashion and McKinsey & Company, 2020). But while IT and technology familiarity are growing, so is the pressure on traditional business models. The introduction of virtual, augmented and mixed reality technologies and the developments in portable and embodied devices offer many new alternative ways of blending real life products with virtual offerings to form hybrid experiences. This opens completely new avenues for customer interaction, services and experiences and radically reshapes not only customer touchpoints along the customer journey, but also the very nature of the journey travelled by customers (Flavián et al. 2019). As the number of touchpoints multiply, the need for understanding customer interaction and journey behavior becomes imperative (Tueanrat et. al. 2021). And digital prowess seems to hold the key to unlock such understanding. Markerters are much aware of the fact that meeting customer expectations hinges upon their digital capabilities.


Birk Centerpark 38
7400 Herning
Tlf.: +45 9616 6200
E-mail: info@ldcluster.com
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Headstart Fashion HOUSE
Mindet 4
8000 Aarhus C
Tlf.: +45 2420 7207
E-mail: info@ldcluster.com
Kontor i BLOXHUB
Frederiksholms Kanal 30 A5, 1. sal
1220 København K
Tlf.:+45 9616 6200
E-mail: info@ldcluster.com
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Lifestyle Lab CPH
Bredgade 66
1260 København
Tlf.: +45 2276 7990
E-mail: info@ldcluster.com

Lifestyle & Design Cluster
Lifestyle & design cluster is supported by:

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